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ABM: Diving deeper: Data and insight remain the main challenge for ABM


This year’s ABM report reveals where most B2B marketers are at in their journey to ABM excellence, the challenges they’re facing, and what their ultimate goals are.

The report is based on the findings of our recent survey, which interviewed over 130 B2B marketers from companies of all industries and sizes, and asked participants a host of questions, including:

  • What is the main aim of your ABM programme?
  • Which of the following best describes the approach you’re currently taking with ABM?
  • What percentage of your marketing budget do you allocate to ABM?

As we will see, ABM adoption is still relatively new for most organisations, with just 25% of participants having an ABM programme in place for over a year.

There has also been a change in how marketers approach ABM programmes. While in last year’s survey, every participant selected one-to-one, one-to-few, one-to-many or ‘haven’t started’, not a single participant selected any of the hybrid options provided.

In this year’s report, however, hybrid approaches make up one-third of the results. Is this a good thing, representing flexibility and agility? Or is it a bad thing, demonstrating lack of strategy and focus?

Our lead analyst, Peter O’Neill, dives into the survey results, and presents an in-depth analysis, providing you with the tools you need to succeed in ABM.

“If anything, the Covid-19 crisis has confirmed the importance of sending more (perhaps even only) relevant and useful communications to prospects and customers. Indeed, some ABM practitioners are now so convinced that they are asking the question: ‘what use is B2B marketing without an ABM programme?’” says Peter O’Neill, lead analyst, B2B Marketing.

A look inside

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Introduction: Navigating the road to success

Section 1: Introduction and report objectives

Section 2: Establishing an ABM strategy 

Section 3: ABM investments and technology

Section 4: The state of ABM in detail

Section 5: Feedback comments

Section 6: Improve your ABM strategy through greater focus